Better Ad Copy-“Which Means?”

Why does so much of the copy written for ads, marketing materials, and websites fail to persuade?

Because, usually, the copy doesn’t answer the basic question: “Which means?” And it never drills

down far enough to touch the heart of the customer.

For nearly every phrase written in an ad, remind yourself to listen to the customer’s voice in your head,

by asking “Which means?” Here’s a shoe ad:

Even the simplest fitness regimens can cause knee pain.

Which means?

You may be wearing a shoe that doesn’t fit the shape of your foot.

Which means?

You may suffer from over pronation.

Which means?

Your foot is rolling inward more than it should.

Which means?

Your knees are vulnerable to injury.

Which means?

You’ll get hurt and you won’t get to enjoy the pleasure of being active.

Which means?

You need shoes that fit, and New Balance has the shoe for you.

The next time you’re writing copy for an ad, a brochure, or a website, keep the “Which means?” question

in your head at all times. Answer the customer’s question, and keep answering it till you’ve translated

your competitive edge into a language that will have customers knocking on your door